1. MARKETING REVISED

2. MARKETING PROCESS (KOTLER)
DEFINITIONS
MARKETING PROCESS-5 STAGES
UNDERSTAND MARKETING NEEDS, WANTS, DEMANDS AND MARKET PLACE
DESIGN CUSTOMER DRIVEN STRATEGY
INTEGRATED MARKETING PLAN TO DELIVER SUPERIOR VALUE
BUILD PROFITABLE RELATIONSHIP & CREATE CUSTOMER DELIGHT
CAPTURE VALUFROM CUSTOEMRTO CREATE PROFIT & CUSTOMER EQUITY

3. I. UNDERSTAND MARKET PLACE
Needs, Wants, Demands
Market offerings – marketing myopia
Customer value (CPV) and satisfaction
Exchange & Relationship
Markets

4. II. DESIGN CUSTOMER DRIVEN STRATEGY
Selecting customer to serve-market research, segmentation, target marketing
Choosing a value proposition- a set of benefits or values a company promises to deliver; differentiation, positioning
Marketing management orientation -5 marketing concepts
Production concept
Product concept
Selling concept
Marketing concept
Societal marketing concept

5. III. INTEGRATED MARKETING PLAN
Marketing Mix – 4 Ps extendable to 7 Ps
Orient towards corresponding 4 Cs
Building customer relationship by transforming strategy into action

6. IV. BUILD PROFITABLE RELATIONSHIP AND CUSTOMER DELIGHT
CRM- relationship building block – Customer Value (CPV) and Satisfaction- managing customer data and customer “touch points”
CPV – perceived performance v/s expectation
Loyalty
CR levels and tools – basic & enhanced (relating with more carefully selected customer)
Relating for long term
Relating directly
Partner relationship management- partners from inside company

7. V. CAPTURE VALUE FROM CUSTOMERS AND CREATING CUSTOMER EQUITY
Creating customer loyalty & retention (CLV)
Growing shares of customers
Building customer equity- “combined discounted customer lifetime value of all the company’s current and potential customer
Right relationship with right customer- butterflies/ true friends/ strangers/ barnacles

8. CHAPTER 2
COMPANY AND MARKETING STRATEGY

9. COMPANY WIDE STRATEGIC PLANNING
Defining marketing role
Process of developing and maintaining strategic fit between company’s goals and capabilities & changing marketing opportunities
Defining a marketing oriented mission
Setting objectives and goals
Designing business portfolio